roger goodell addressed yesterday. we are live in san francisco with the details. not about assignment. good morning. >> reporter:. thank you very much. super bowl city here was so jammed last night. they had to turn some fans. roger goodell spoke about a mile away from here at the city convention center before all attention shifts 45 miles away to the game site tomorrow him roger goodell struck an upbeat tone in his annual super bowl press conference friday. >> sunday will close another season of competitive excellence. >> reporter: compare that with last season when most of the attention was still focused on the deflate-gate scandal. >> looking ahead, the future is bright. >> reporter: today, playoff the mid-century mark game could set an all time high. the nfl is not without continued controversy. diamondback nosed cases of concussions were up 32% this season. >> it always starts and there is no higher priority than player safety. >> reporter: the league says it will experiment with new helmets and technology under turf to reduce long-term brain damage. goodell